Miami Agent Thrives Without Using Traditional Marketing

Well…this is a different type of agent, in the real estate industry. However, there are some close similarities between the problems faced by travel and real estate agents.

Firstly, Ines Hegedus-Garcia started off her real estate business doing what every other agent was doing, down to putting a picture of herself on her business card. Her card, her website, all her marketing was “all about me and how awesome I am.” While this approach works for some agents, it doesn’t for most.

Then she had a change in mindset, to make her business more client-focused rather than agent-focused. This is where some of you are right now, but she didn’t stay there. She changed her marketing to reflect her change in mindset and defined her value proposition.

She removed her photo from her business card, changed her website from the typical “realtor theme” (like your typical travel agent theme), focused on her target audience, and created content for them.

With blogging and using social media platforms as a way to join conversations, rather than simply broadcast, she is able to attract the clients she wants. As a result she went from negative cash flow to projecting $50 million in sales by year-end.

Moral of the story, don’t do what everyone else does because “that’s the way it has always been done.” Identify your best client, find out their interests, and market to their needs.

I encourage you to read her story as she talks about how she uses images in her marketing, which is also a powerful asset in the travel industry.